Chinese streamer sells 1 billion rubles worth of Russian goods live

An unprecedented record in e-commerce and marketing was set during the Eastern Economic Forum (EEF) in Vladivostok. Popular Chinese streamer Dandan (Yang Junxing) managed to sell over 1 billion rubles (nearly $11 million) worth of Russian products through live broadcasts from the forum venue. Veronika Nikishina, Director General of the Russian Export Center (REC), told TASS that this milestone, achieved during the 'Made in Russia' online festival, fully met all expectations.

17 million in the first 5 minutes: The 'Gold Standard' record

The Chinese influencer's live stream format proved to be many times more effective than traditional export and advertising campaigns:

• 5-minute flash sale: Within the first 5 minutes of the stream, products worth 17 million rubles were completely sold out;

• The 1 billion milestone reached: Over the 4 days of the online festival, total sales exceeded 1 billion rubles. This was the target set for the blogger by the REC, and Dandan achieved her 'gold standard' by 100 percent;

• Continued night content: Sales did not stop when the broadcast ended — orders for products continue through additional video content recorded by the streamer at night.

30 million viewers in 7 hours: Chinese audience interest

The e-commerce festival stood out for its reach and product variety:

• Live broadcast from Vladivostok: Dandan personally selected the products for presentation and conducted a continuous 7-hour stream from the Vladivostok venue;

• 30 million audience reach: During the seven-hour live broadcast alone, more than 30 million Chinese users watched the stream;

• 130 companies and 250 types of goods: More than 130 manufacturing companies from over 50 regions of Russia participated in the online sales festival with over 250 types of products.

Putin's initiative and cooperation starting from 2025

This project is part of a state-level export strategy:

• Head of State's directive: The program to promote national products abroad under the 'Made in Russia' brand was developed by the government and the REC based on the directive of Russian President Vladimir Putin;

• Successful partnership history: Cooperation with Dandan began in 2025 after her first visit to Moscow at the invitation of the REC, and it has since become a major cross-border e-commerce bridge.

Do you think selling products through live streams by bloggers with millions of viewers can completely replace traditional exports and retail stores? Should local Uzbek manufacturers also use this live stream format to enter foreign markets? Leave your thoughts in the comments!